Mayfair Mall: Midnight's longest line was at Victoria's Secret

It's amazing what yoga pants for $25, buy-one-bra-get-a-second-one-at-50%-off deal, and a free tote with a $65 purchase will do for midnight business at Victoria's Secret at Mayfair Mall.

Stephen Smith, the mall general manager, said there was a line of customers that stretched around 160 feet from the front of the lingerie and women's clothing store before the midnight "Black Friday" opening.

A Victoria's Secret sales associate told one customer that it looked as if the young shoppers were lining up for a Justin Bieber concert.

Smith estimated that between 12,000 and 15,000 shoppers hit the mall between midnight and 3 a.m. He expected large crowds in the middle of the afternoon.

Seventy Mayfair Mall shops opened at midnight, up from 35 last year.

"The excitement and energy surpassed last year," Smith said, as a second wave of shoppers showed up at sunrise.

Smith said "retailers are reaching out to their customers" via the Internet and social media and those customers know which stores are open and what are the hot deals.

"The shoppers are drawn because of the sales opportunity," Smith said, noting that Abercrombie & Fitch and Hollister Co. had 50% off early morning sales that brought in young customers.

"You can see there is a social element to this," Smith added, explaining that he saw people texting while waiting in line, as well as talking with one another.

"This is the first mile of that marathon," Smith said of the opening of the Christmas sales season.

Black Friday may be a big sales day, but Smith said a bigger one usually occurs a few days before Christmas "when all the procrastinators come out."

"For people who can wait, you may not get the best selection but you may get the best deal," he said.

About Bill Glauber

Bill Glauber is a general assignment reporter, focusing on profiles and politics.